These six steps require you to create different types of content:
- Page URL
- Title Tag
- Meta Tags
- Page Title
- Image Name
- First Paragraph
1. Page URL
This step requires that you proceed with caution if you’re making adjustments to an existing page. If that’s the case, make sure that you don’t forget to create a 301 Permanent Redirect. This will let Google know the page has a new address on the Web. Otherwise, Google and visitors following links from other websites will try to bring up the old address and find nothing (probably a 404 error – page not found). This would be bad, especially if you were receiving some traffic to the old URL. Now, if you’re creating a new page, disregard. In either case, you should evaluate your page’s URL – from an SEO perspective. It will be way more powerful if you can place the primary keyword you’ve selected for the page in the URL. To do that, just find the following field and craft the URL – just don’t go beyond 70 characters (as Google typically won’t pay attention to anything beyond 70 – see my article Is Your NetSuite URL Structure Hurting Your Search Engine Performance?). The closer the keyword is to the “.com/”, the better. When you’re ready, look for the following field and provide the URL component (I like to use dashes between words):
2. Title Tag
What I usually see is one of four things:
- Nothing at all (40%)
- Name of the company (30%)
- List of keywords separated by commas (25%)
- Proper Title Tag (5%)
The first step is to login to NetSuite as a WebStore Manager or Admin and navigate to the Web Site Content Manager. Then, find a page you’d like to optimize. Once you’ve opened that page, look for a field that looks like this:
Finding this field is the easy part. What you choose to put in it can be difficult. The secret (one of the two) is to think of it as a headline to an advertisement. You’re only goal is to write something in 70 characters or less that will get a qualified prospects attention, but repel all others. Here’s a an old, but good website for counting characters – I use it all the time. Do not forget to include the primary keyword you’ve selected in the Title Tag (1x only), if possible. Now, as with everything SEO, don’t force it. If it looks unnatural, it will probably do more harm than good.
3. Meta Tags
This is the most technical part. But, it’s simple if you have the basic code. In most cases, we only recommend the Meta Description tag (abandoning the Meta Keywords tag, just as Google abandoned it). Here’s sample code for the Meta Description tag:
You will place it in the Meta Tag HTML field – exactly as it appears above, but without the < br > tags. It will look like this:
Ready for the second secret? When you replace the content portion of the code above: “A description of the page” – you’ll have 150 to 160 characters to sell like crazy. Again, you’ll want to place the keyword you’ve selected for this page in the description (1x only). But seriously, this is where you apply the art of persuasion. The common mistake is to only think about this exercise as a way to elevate a page in the Google rankings for its keyword. Regardless of rank, if the words that make up your listing (Title Tag and Meta Description) aren’t compelling, very few will click through to the target page.
4. Page Title
This is your Web page’s heading – usually called an H1 tag. The key is simple – if it isn’t awkward, include your primary keyword for the page in its title. That’s it!
5. Image Name
You should always include an image with your content. And when you do, don’t name it something like “photo1.jpg”. If it is related, and it should be, name it using your primary keyword for that page. That’s it – you might want to go back and rename images on other pages using this principle. This will also help you show up in Google image-based searches – could result in sales traffic as looking at images of product is a common step in the online purchase process.
6. First Paragraph
This is dumb simple – make sure you include your primary keyword in the first paragraph. It’s really important, because Google needs to see that you’ve done more than just optimize the wrapper – in fact, they hate optimization. They want to see that your content contains what you’ve told them it would contain. On this subject, if you’re serious about SEO – you really need more than 500 words on the page. That can get uncomfortable on a product presentation page – that’s why we recommend the use of a blog for the majority of your heavy hitting content (see article: Why NetSuite + WordPress = Success).
6 Simple Steps and 2 Secrets for Better NetSuite SEO by John-Scott Dixon is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.